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Priority 5 Communicating and Collaborating with Stakeholders As a good corporate citizen, Fujitsu will pursue a thorough understanding of the multiple needs and expectations of its stakeholders and contribute to the sustainable development of society and the earth through business activities to meet these needs and expectations. Fujitsu Group Sustainability Report 2012 168 Stakeholder Dialogue We place great importance on interaction with diverse stakeholders as we conduct business The Fujitsu Group always takes into account the bigger picture -the sustainability of society and the planet- when considering customer needs. The Fujitsu Group is committed to listening closely to feedback from various stakeholders, including customers, shareholders and other investors, business partners, and local communities, and to exceeding their expectations. Through this process, we seek to continuously improve our corporate value. Dialogue Sessions with Guest Experts We have defined priority fields for realizing a prosperous society of the future in 2020, by gathering input from a range of experts invited to dialogue sessions. Discussion on businesses that Discussion on businesses that Discussion on approaches to Discussion on future policies, contribute to developing countries should be prioritized to build a integrating CSR into specifically how to utilize core by resolving key issues through resilient society from global and management and message businesses to solve social ICT. environmental perspectives. dissemination. issues, based on the previous three dialogue sessions. Dialogue Participants Nihon University Graduate School of United Nations Institute for Studies Graduate School of Business University Vice- in Happiness, Social and Cultural Administration, Rector Economy and Studies Professor Keio University Kazuhiko Takeuchi Society President (Previously: Associate Junko Edahiro UNPFA Tokyo Professor Office) Masahiro Okada Kiyoko Ikegami Patagonia Japan WWF Japan UN Global UNEP Finance General Manager Climate and Energy Compact Board Initiative Special Takayuki Tsujii Group Leader Member Fuji Xerox Advisor Naoyuki Yamagishi Co., Ltd. Former Takejiro Sueyoshi Executive Corporate Advisor Toshio Arima Key Comments from Experts (From Session 4: "Exploring Fujitsu's future direction") Using ICT to empower more people to live on their own terms is important. As many developing countries have five-year plans for fields like health, medicine, and education, establishing where ICT can be put to use is one place to start. I think the message that Fujitsu sent to society by reformulating its CSR policy is of great significance. I believe it is a mission statement outlining how the company intends to interact with society. I think it will go a long way toward helping the world understand what Nihon University Graduate Fujitsu is all about. School Professor Kiyoko Ikegami 169 I think Fujitsu's sound business operations are contributing to social infrastructure creation. The "K computer" is a good example. It has expanded awareness of the reason for the Fujitsu's existence and business operations come into play in society, inspiring the public to think about what should be deemed important. I would like Fujitsu to think in terms of "what we will do" rather than "what we can do." Thinking about what it "can" do is important, but so is considering what it "will" do as a leading UNEP Finance Initiative global company. I look forward to seeing proactive action with an eye to the future. Special Advisor Takejiro Sueyoshi FY 2011 Stakeholder Dialogue (Session 1) The Last Word in Today's Dialogue I think demonstrating commitment to social contribution through business operations and giving impetus to such activities is at the heart of CSR. The Fujitsu Group's CSR initiatives are rooted in ICT. I want us to be a company where advancing global and societal development is a natural extension of our core operations. President and Every Fujitsu Group employee is charged with understanding the power inherent in ICT and providing Representative Director opportunities to people around the globe. I believe it is vital to also consider collaboration with countries Masami Yamamoto and international organizations, and to show the greatest respect possible for the array of cultures and lifestyles in developing nations and elsewhere around the world when offering people opportunities. In our recent dialogue, we shared the view that it is our social responsibility to "put ICT to use in developing human abilities." In tune with the universal design concept, products that we developed for challenged persons are also easy to use for others. Further, ICT advancements made in developing countries can also be employed in industrialized nations as reverse innovations*1. It is fascinating that ICT has the power to do things like promote diversity as well. Inclusion*2 of people from a wide range of Corporate Senior backgrounds and the way in which partnerships are built are topics I would like to explore together with Executive Vice President employees. and Representative Director Masami Fujita *1 Reverse innovations: products or services developed in emerging markets or developing countries that are deployed in industrialized nations. *2 Inclusion: the provision of opportunities for diverse groups of people to interact and participate in society and organizations as equals. 170 Other Dialogues Exchange of ideas on universal design Envisioning a society where everyone benefits equally from ICT, we discussed with key figures universal design as a tool to provide a greater number of people with opportunities. Dialogue on universal design A conference sponsored by Fujitsu Research Institute to discuss BOP*3 market development and social business innovationz We welcomed strategists and researchers from major vendor companies to bring issues to light through case studies and research reports, and engage in debate and offer propositions on the BOP market's future direction. *3 BOP: Acronym for Base of the Pyramid, the lowest income earners in the world. It is said that around 4 billion people are in this category. Conference on BOP market development 171 FY 2011 Stakeholder Dialogue (Session 1) Concrete Initiatives for Addressing CSR Priorities 1 and 2 The purpose of CSR activities is to reflect on our own relationship with society from a long-term perspective, then to innovate as necessary to create both a sustainable society and business. Along these lines, ISO 26000, the international CSR standard, provides guidance to companies on promoting activities that reflect society's expectations and demands based on dialogue with external stakeholders. In FY 2011, Fujitsu held informal conversations with external experts around two of its five CSR priority issues established in December 2010 - "Providing Opportunities and Security Through ICT," and "Protecting the Global Environment" - and examined the types of businesses it should focus on under a long-term, global framework. On December 12, 2011, Fujitsu invited three guests to discuss and exchange opinions about how it should approach integrating and creating social and economic value toward the year 2020. The invited guests were Professor Kiyoko Ikegami of the Nihon University Graduate School of Social and Cultural Studies (Previously of the UNPFA Tokyo Office); Associate Professor Masahiro Okada of Keio University's Graduate School of Business Administration; and Kazuhiko Takeuchi, United Nations University Vice-Rector and Director of the United Nations University Institute for Sustainability and Peace (UNU-ISP). All three experts pointed out that while a message from senior management on contributing to the Earth and society is good, Fujitsu still needs a concrete strategy for making a contribution in regions where major economic growth is expected, such as Africa, through a solutions-focused ICT business. They surmised that unless Fujitsu broadens its business domain beyond developed nations, it has little hope of achieving long-term growth as a company. Key Comments from Experts Kiyoko Ikegami Ninety six percent of the world's rising population lives in developing countries, so investment is also heading inevitably to the developing world. Long-term growth is unlikely to await those who fail to respond to this trend. In sub-Saharan Africa, the population is booming. The general consensus is that stable countries like Tanzania that have no armed conflicts are the most likely targets for investment. In developing countries, there is demand for ICT for use in conducting censuses, promoting knowledge sharing, performing remote medical care, and in other areas. Fujitsu should be more proactive in forging links with resident organizations, international NGOs, and other entities on the ground to assess these needs. Masahiro Okada While Japanese companies continue to look inward, companies like IBM and ZTE that pursue business with a true target market of 7 billion are raising their corporate value. Even focusing solely on BRICS, as a latecomer competition will already be intense. Fujitsu should consider its options for addressing emerging markets and the BOP population in parallel with its current efforts in developed markets. In doing so, before trying to think of businesses for developing countries while staying in Japan, Fujitsu should go to those markets and learn about their needs and issues firsthand. This is important for understanding what potential exists for applying the company's own unique strengths. Fujitsu should

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